Written by Fani Sánchez
Here we bring you the presentation of SEO International in its latest version, presented by Fernando Maciá at the GedesTIC Conference (video).
The presentation contains methodology and recommendations for the international positioning of a multi-language website.
This presentation shows the experience and methodologies applied by Human Level Communications since 2005 in its international SEO services as well as in the integral management of international search engine positioning campaigns. If you have an international Web project, we will be happy to help you position your site in other countries and languages.
Fernando Maciá: International Web Positioning from Human Level Communications
1. Fernando Maciá@fernandomaciafernando@humanlevel.comSEO international
2. Fernando Maciá DomeneCEO – Human Level Communications@fernandomaciaPerfiles sociales
3. Fernando Maciá DomeneDirectorHuman Level Communications
4. International SEO
5. Why target international markets? Environment and market analysisKey wordsIndexability: structureRelevancePopularityKPIs
6. Why go to international markets? Traditional markets are shrinking – Internet allows to explore and open new markets in an economical and low risk way.Competitiveness decreases – IT favors improvements in competitiveness.It is important to minimize risks in new business ventures – Internet allows to contact partners globally to enter into joint ventures, maximize synergies and reduce risks.Traditional distribution, the usual channels are exhausted:- It is more risky to wait for “times to change” than to venture into new channels and new markets.
7. Users search in their own languageDon’t think that because many people in other countries understand English, they will search in English.
8. Users search in their own language … or notCountryLanguageView Visits by Location > Languageas a Secondary Dimension in GA
9. Users search in their own language … or notView Organic Visits by Source > Language as a Secondary Dimension in GA
10. Non-English languages: less competition on the Internet3,170,000 results in English895,000 results in French145,000 results in Norwegian
11. Search Engine PositioningKey words: regions within BrazilMexerica (SP)Tangerine (RJ)Bergamot (RS)Languages are used differently in different countries (and even regions).
12. Search Engine Optimization: attention to local pejorative connotationsAttention to the use of certain words:TakeCarDriveDriveImportMarketingWheelsPayLady’s shoesSumoEtc.GrabCarDriveMontoMarketingCauchosCancelLadies’ shoesJuiceEtc.
13. Google Keyword ToolIn Google Keyword Tool we must also configure the language and country to obtain relevant results.
14. ÜbersuggestÜbersuggest also allows you to study keywords for different markets.
15. Google Trends: select geographic areaIn Google Trends we must filter by geographic area to correctly identify seasonal patterns and search trends in different countries.
16. Google TrendsIn countries located in different hemispheres, seasonal patterns are reversed.
17. Google Trends: how to search in different places (tires, rubbers)
18. Google Trends: how to search in different places (cars, cars).
19. Search engine optimizationJapan: three different alphabetsHiragana- Phonetic alphabet composed of 46 characters representing the phonetic sounds of Japanese. Ex. とうきょうKatakana- Phonetic alphabet composed of 46 other characters representing the phonetic sounds of Japanese for non-Japanese words. Ex. トウキョウKanji- Symbol code composed of more than 8,000 characteresoriginary from China Ex. 東京Key words can be written in many ways!
20. Users search in their own search engineDon’t think that just because Google is the most used search engine in the world, it is also the most used search engine in every country.
21. Selecting search engines
22. Other search engines: BaiduDoes not have domain geolocation configuration, therefore…Better to use a ccTLD domain (.cn, .com.cn) and host the Web site on a server located in ChinaBaidu still values meta tags that Google ignores, such as KeywordsAttention to content and censored searchesIt does not value so much the authority of domains that give incoming links
23. Other search engines: YandexIt does have geolocation tools but it gives priority to the results of ccTLD domainsRelevance algorithm similar to GoogleFor popularity, it values both incoming and outgoing links to assign credibility and authority to the domainYandex also takes into account the content of meta-tags such as Keywords.
24. 66%15%14%3%2% GoogleMicrosoftYahoo!AskAOLUS Market Share
25. Europe Search Market Share79%3%2%2%2%2%2%1%1%1%1%1%1%1%7%Google SiteseBayYandexYahoo! SitesMicrosoft SitesNASZA-KLASA.PLQXL RicardoAOL LLCAsk NetworkRambler MediaOthers.
26. 73%15%9%3%GoogleBaiduYahoo!BingAsia Search Market Share
27. Japan Search Market Share54%40%40%2%2%2%2%Yahoo!GoogleRakutenMicrosoftNTT
28. 67%15%10%3%2%1%1%1%NaverDaumGoogleNateYahooKT GroupCyworldKorea Search Market Share
29. China Search Market Share78%16%3%1%1%1%0%BaiduGoogleSogouSosoYoudauOther
30. Search engine information sources
31. Competitor analysisCompetition in search enginesCompetition in AdWords
32. www.alexa.comBenchmarking
33. www.alexa.comBenchmarking
34. Where does the traffic come from?
35. intitle: 42,400 results for “hotels in cartagena”.
36. Use local versions of Googlewww.google.com.arwww.google.co.uk
37. Use local versions of Googlewww.google.com.arIntroducirgeolocalización
38. en.semrush.comCompetitive Analysis: Semrush
39. en.semrush.comCompetitive Analysis: Semrush
Types of domainsTLD (Top Level Domain)ccTLD (Country Code Top Level Domain)IDN (Internationalized Domain Names)
41. Types of domains: TLD (Top Level Domain)TLD (Top Level Domain)- .com- .net- .info- .biz- .co
42. Domain types: ccTLD(country code Top Level Domain)ccTLD(Country CodeTop Level Domain)- .es- .it- .fr- .de
Domain types: IDN (Internationalized Domain Name) is an Internet domain name that (potentially) contains non-ASCII characters. This type of domain may contain characters with diacritical accents, as required in many European languages (including Spanish), or characters from non-Latin scripts such as Arabic and Chinese.
44. Domain Types: IDN (InternationalizedDomain Name)http://www.españaescultura.es (Spanish)- http://www.xn--espaaescultura-tnb.es/http://)(“ل.إ%$#”ر (Arabic)- http://xn--mgbh0fb.xn--kgbechtv/http://παράδειγμα.δοκιμή (Greek)- http://xn--hxajbheg2az3al.xn--jxalpdlphttp://пример.испытание (Russian)- http://xn--e1afmkfd.xn--80akhbyknj4f/
45. IDN (Internationalized Domain Name): problems with Google AnalyticsWhen setting the domain name, we must use the syntax
IDN (Internationalized Domain Name):problems with Google AnalyticsWhen we find an IDN domain, we select include domain traffic with both syntaxes:www.españaescultura.es|www.xn--espaaescultura-tnb.es
47. Key recommendations on domain typesIf we believe that we have market potential in other countries or we will sell the domain later, better to start with a TLD: .com.If we are clear about the country where we want to do business, better a ccTLD.We must, at least, register the .com and .es versions of any domain in which we are going to invest seriously in its promotion (pay attention to the registered trademarks).
48. subdirectory or subdomain? questions:- Does your traffic depend a lot on a single keyword?- Can you generate popularity for the subdomain?- What is the PR of your competitors? their domains?- Can you generate content on the subdomain?- Do you have a HUGE number of pages to index?
Subdirectory or subdomain: If the answer is NO, a subdirectory is better:- Because it will inherit the PR of the domain root first- Because it can also be geolocated from Google Webmaster Toolshttp://www.midominio.com/en/
Subdirectory or subdomain: If the answer is YES, a subdomain is better:- Because you will be able to index large amounts of pages in search engines faster- Because you could include a VERY relevant keyword as a subdomain- Because it can also be geolocated from Google Webmaster toolshttp://keyword.midominio.com/
51. Key recommendations on domain relevanceDomains with keyword rank well for that searchDomains with more links from a given country rank better in that country.ccTLD domains rank better in the corresponding countryIt is recommended to host the domain on a server geolocated in the country.
52. mydomain.commdomain.co.jpmdomain.co.ukdomain.frdomain.cnSatellite domains: Phase 1Buy ccTLD domains to avoid competition
53. Satellite domains: Phase 2D ccTLD domains without contentdomain.commdomain.co.jpmdomain.co.ukdomain.co.ukdomain.frdomain.cn
54. Satellite domains: Phase 3Subdirectories with micrositesmydomain.comdomain.com/jp/domain.com/uk/domain.com/fr/mydomain.com/cn/domain.co.jpmdomain.co.ukdomain.frdomain.cn
55. Satellite domains: Phase 4 ccTLD ccTLD domains with micrositesmydomain.commdomain.co.jpmdomain.co.ukdomain.frdomain.cnPRomain.commdomain.com/domain.com/jp/domain.com/uk/domain.com/fr/middomain.com/cn/
56. Satellite Domains: Phase 5Second Autonomous ccTLD domainsdomain.commdomain.co.jpmdomain.co.ukdomain.frdomain.cn
57. Key recommendations in international domain implementationBuy the ccTLD domains of the countries where you think you may have business interests.301 Redirect all unused domains to your main domain.Develop sections or subdirectories with other versions of your Web.Develop microsites to test the business potential in a country.Fully develop the Web sites of the countries with high business potential.Develop the Web sites of the countries with high business potential.Develop the Web sites of the countries with high business potential.
58. Domain ccTLD IP of hosting Incoming linksWhere is my server geolocated?
59. IP Geolocation: IP2location
60. We lose geolocation by IPGeolocate domains or directories in GWTAkamai/other CDNWhere does my server geolocate:
61. 61Where is my server geolocated?
62. Key recommendations in international domain hostingHost your ccTLD domains in each corresponding country.you will get better download times and better user experience.generate inbound links and social network links from country domains to your domain’s content.
63. Language versions of a Web site
64.
65. Multi-language WebsitesAutomatic TranslationContent TranslationContent LocalizationContent LocalizationFocused on SEOSEOAMIGABLE
66. Multi-language Web sitesAutomatic translationIt’s better than nothing, but:- Content is created “on the fly”: not indexable- Translation quality leaves much to be desired- Set up an “event” in GA to track where the translator is being used to get clues about what your next version should be.
67. Multi-language Web sitesContent translationAdvantages:- Indexable content: it can be crawled by search engines- Its quality can be very goodDisadvantages:- It is a simple translation of content: perhaps the product argumentation, presentation, etc. should be different.
68. Location of contents “Second home for weekends and vacations” “Second home nearby and accessible by car for vacations” “Investment property to rent during the year, spend vacations and retire” “Opportunity for financial investment and to obtain Spanish citizenship”.
69. Multi-language WebsitesContent localization- It is indexable- It is not a translation: it adapts the contents to the audience’s own syncrasy, taking into account cultural, social, etc.SEO-focused content localization- All the above advantages and, in addition, it will always include the search terms that have been proven to have a great potential for generating quality traffic in search engines, in the right places (title, H1, anchor text, alt, etc.).
70. Key recommendations in content localizationStudy the target audience profiles in each country and what are the sales arguments.research the keywords used in that country for the search categories related to the Web site.adapt the texts to the target audiences in each country taking into account the keyword research.don’t ONLY translate the contents.
71. Structure
72. Languages separated by hidden variablesLanguages separated by variables passed in URLs by the GET methodLanguages separated in subdomains or subdirectoriesSEOAMIGABLESMulti-language websites: structure
73. Languages separated by hidden variables(POST)Multi-language web sites: structure
74. Languages separated by variablescultures: cookiesMulti-language websites: structure
75. Languages separated by variablescultures: environment variablesMulti-language websites: structure
76. Languages separated by variablescultures: environment variablesMulti-language web sites: structure
77. Languages separated by hidden variables- Problems:=www.midominio.com/home.php www.midominio.com/home.php www.midominio.com/home.php=lang=es lang=deMulti-language web sites: structure
78. Check “default content “By checking “Show source”, we can use the W3C validator to “see” the default code of any page.
79. Check “default” content We can also check any page by disabling JavaScript, All Cookies, All CSS and ReplaceImages with ALT using the Web Developer plugin for Firefox.
80. Check “default” contentWe also check the default content with the text version in the Google cache.
81. We also check the default content with the “Crawl as Google” utility in GWT.
82. Beware of version selectors in HeaderRepeating links on all pages has a great influence on the most relevant words.
83. Beware of version selectors in Header
84. Languages separated by hidden variablesLanguages separated by variables passed in URL by querystringLanguages separated in subdomains or subdirectoriesMulti-language websites: structure
85. Languages separated by variables passed in URL by querystring- http://www.midominio.com/home.php?lang=es- http://www.midominio.com/home.php?lang=en=www.midominio.com/home.php?lang=eswww.midominio.com/home.php?lang=de=Sitios multi-language web: structure
86. Languages separated by variables passed in URLs by the GET method -Disadvantages:- Google Webmaster Tools only allows to geolocate:- Domains: www.midominio.com- Subdomains: uk.mydomain.com- Subdirectories: www.midominio.com/uk/No we can geolocate keywords in URLs in a single languageMulti-language websites: structure
87. Beware of the “default” languages www.midominio.comwww.midominio.com/home.php?lang=frwww.midominio.com/home.php?lang=es==problema: duplicate content solution: noindex/robots.txtcanonicalMulti-language websites: structure
88. Languages separated by hidden variablesLanguages separated by variables passed in URLs by GET methodLanguages separated in subdomains or subdirectoriesMulti-language websites: structure
89. Separate languages in subdomains or subdirectories- Subdomains:- es.mydomain.com- fr.mydomain.com- en.mydomain.com- Or, subdirectories:- www.midominio.com/es/- www.midominio.com/fr/- www.midominio.com/en/Sitios multi-language web: structure
90. Separate languages in subdomains osubdirectories: advantageswww.midominio.com/es/ www.midominio.com/en/=Sitios multi-language web: structurewww.midominio.com/es/palabraclave.htmlwww.midominio.com/en/keyword.html=
91. New Google recommendations for international domains
92. New Google recommendations for international domains http://www.midominio.com/en/widgets.htmlhttp://www.midominio.com/en-UK/widgets.htmlhttp://www.midominio.com/en-IE/widgets.htmlEscenario: language versions in subdirectories
93. New Google recommendations for international domainsGeolocate from Google Webmaster ToolsGeneric subdirectoryWe do NOT geolocate ithttp://www.midominio.com/en/widgets.htmlhttp://www.midominio.com/en-UK/widgets.htmlhttp://www.midominio.com/en-IE/widgets.html
94. New Google recommendations for international domainsGetting inbound links from geolocated domains
95. New Google recommendations for international domainswidgetswidgetswidgetswidgetsWidgets – Downloads – Dashboardwww.dominio.com/en/16 Nov 2010 – Your one-stop widget warehouse. Youll findthousands of widgets, most of them free. Play a game. Geta recipe. Check out the latest sports …Top 50 – Categories – Boredom ButtonLittle control over the URL that would appear in the results in each country
96. New Google recommendations for international domainshttp://www.midominio.com/en/widgets.htmlIncluir alternative content markup in the ……………………………………………………….. section.
97. New Google recommendations for international domainsInclude alternative content markup in the ………………………………………………………..http://www.midominio.com/en-UK/widgets.html section.
98. New Google recommendations for international domainsInclude alternative content markup in the ………………………………………………………..http://www.midominio.com/en-IE/widgets.html section.
99. New Google recommendations for international domainsOptional: add also alternative content markup in the other languages section………………………………………………………..
100. Implementation scenarioPortal conversions in different languages…… and subdirectoriesdirected to specific countries/languages.
101. Effects on traffic after implementationBeforeAfterLocalGeneralTraffic decreases in the generic and increases in the local when changing the positioned URLs.
102. Effects on traffic after implementationBeforeAfterLocalGeneralTraffic decreases in the generic and increases in the local when changing the positioned URLs.
103. Effects on traffic after implementationBeforeAfterLocalGeneralTraffic decreases in the generic and increases in the local when changing the positioned URLs.
104. Implement “alternate”: +1Kb (30 versions)44.0Kb9.8KbGZIP
105. Alternative implementation of “alternate” ensitemapsGZIPhttp://www.midominio.com/en-IE/widgets.html
113. Key recommendations in language versionsCreate a subdirectory for each language version.if your ranking depends heavily on a keyword, generate a subdomain for each new language.adjust the geographic orientation of each section of your website to each country from Google Tools.use the new markup for international websites.get localized popularity.
114. Optimize videoPut it on YouTubeTitle and description optimized for SEOEmploy the text transcript file to include relevant keywords (.sub .srt files)Publish the video on other different platformsUse sitemaps for video (reduced image, tags, description…)Use SEO friendly optimized URLsKeep the video weight/duration limitedGenerate popularity towards the videoThe number of views and average time viewed are relevant factors.
115. Optimize videoComplete all relevant context fields in the language with and without business potential.
116. Optimize videoSince June 15, 2012, this feature also works in English
117. DivXLand Media Subtitler100:00:00:00,063 –> 00:00:05,081One of the suggestions they made to us in the 120-second live episode200:00:05,122 –> 00:00:09,311is that we record what the process of creating a 120-second episode was.SRT
118. Transcript .srt fileAn .srt file is generated for each language and added to YouTube100:00:00:00,063 –> 00:00:05,081One of the suggestions made to us in the 120-second live episode200:00:05,122 –> 00:00:09,311is that we record the process of creating a 120-second episodeNo. of order in the sequenceTime in which the subtitle appears and disappearsSubtitle textSubtitle blank line desparation
119. amara.org
120. amara.org
121. amara.org
122. amara.org
123. YouTube: multi-language subtitles
124. YouTube: multi-language subtitles
125. YouTube: multi-language subtitles
126. YouTube: multi-language subtitles
127. Title and description in EnglishDo they help to position multi-language transcripts?
128. Do multi-language transcripts help ranking? The video ranks on YouTube for matching searches with German text only present in the multi-language subtitles.
129. Configure geographic targeting in Google Webmaster ToolsIf we have different language versions in subdirectories or subdomains, we add each one separately in Google Webmaster Tools.
130. Set the geographic targeting in Google Webmaster ToolsSelect in Settings > Geographic targeting the country to which we are targeting our domain, subdomain or subdirectory.
131. Master Web Analytics 2012Geolocatable domains from GWTgTLDscertainccTLDsrTLDs
132. Geolocate in GWT: does it work?
133. Geolocation from GWT prevents pages from no longer being displayed when restricting by Pages from UKGeolocation in GWT: does it work?
134. Implementation of GA footprints for multiversion sites3 visitors1 visitorImplementation of a GA footprint for each version is simpler but involves multiple errors: unique visitors, referrers, bounce rate, average visit time, page views, source…
135. Implementing GA footprints for sitesmultiversion1 visitors1 visitorImplementing a GAmultidomain footprint with the appropriate filtersgenerates more accurate results.
136. Other search engines: Yandex Webmaster Tools
137. Other search engines: Yandex Webmaster Tools
138. Other search engines: Yandex Webmaster Tools
139. Other search engines: Yandex Metrica
140. Other search engines: Yandex Metrica
141. Other search engines: Yandex Wordstat
142. Bonus track: Baidumini-tutorial
143. Baidu: mini-tutorialFrom this link you can access Baidu products.
144. Baidu: mini-tutorialFrom this link you can access the Baidu tools for the Webmaster.
145. Baidu: mini-tutorialFrom this link you can access the Baidu tools for the Webmaster.
146. Baidu: mini-tutorialFrom this button, you can access the registration process on the platform.
147. Baidu: mini-tutorialWith this button you can access the registration form for new Baidu users.
148. Baidu: mini-tutorialOnce you have completed the form, click on this button.E-mailEmail UsernamePasswordConfirm passwordComplete captcha
149. Baidu: mini-tutorialFrom the link in the email, we authenticate our registration on Baidu.
150. Baidu: mini-tutorialAdministratorAfter validating your email, you will be able to access Baidu Webmaster tools.Tools for WebmastersHelpHelpOther Products
151. Baidu: mini-tutorialFrom the Administrator link on the left, we access the option to add a new site to register our domain.
152. Baidu: mini-tutorialWrite your domain here and click the button.
153. Baidu: mini-tutorialWe can verify our ownership of the site by copying this code and adding it to our page.
154. Baidu: mini-tutorialOnce included in the page and authenticated, we could now access the information about our site and also register it in Baidu Statistics (like Google Analytics).
155. Baidu Statistics
156. Chinese social networks
157. Master Web Analytics 2012Internationalization of agreement with Google
158. Online SEO sources and resources‣ Google Webmaster Central channel onYouTube‣ Google Webmaster Central Blog‣ Google Blog for Webmasters‣ Search Engine Watch‣ Search engine land‣ Matt Cutts’ Blog‣ PuroMarketing.com‣ SEOmoz Blog‣ BruceClay
159. Online sources and resources‣ AIMC‣ EGM‣ Internet audience‣ Internet surfers‣ Internet in the middle of the media‣ ONTSI‣ ONTSI studies‣ The Cocktail Analysis/Observatorio Redes Sociales‣ Infografías‣ Informe 4ª Oleada Abril 2012‣ OJD Interactiva‣ Últimos medios auditados‣ Nielsen‣ Comunicados de prensa‣ Tendencias.
160. ‣ Comscore‣ Press releases‣ Presentations and white papers‣ IAB Spain‣ Research (downloads)‣ White papers and standards‣ Forrester Research‣ Forrester Research‣ Reports‣ EMarketer‣ Latest analysis‣ Adigital‣ E-Commerce White Paper‣ Netsuus‣ APEI usability reportOnline sources and resources.
161. ‣ Experian/Hitwise‣ Trends‣ Alexa‣ Google Trends‣ Google Insights‣ Google Zeitgeist‣ Google Correlate‣ Adobe Omniture‣ Google Analytics‣ HitsLink‣ AutometricsOnline sources and resources.
162. SEARCH ENGINE POSITIONING – SEO- Técnicas avanzadas de posicionamiento en buscadores – Fernando Maciá, ed. Anaya Multimedia.- Posicionamiento en Buscadores – Fernando Maciá and Javier Gosende, ed. Rojas Orduña, ed. ESIC.- Quiero que mi empresa salga en Google – Sico de Andrés, ed. Starbook.- Libro SEO Posicionamiento en buscadores – Miguel López, ed. Bubok.- SEO – Optimización del posicionamiento en buscadores – Jerri L. Ledford, ed. Anaya Multimedia.- Guía SEO OJO Buscador – Javier Casares (www.ojobuscador.com)- Posicionamiento de su sitio Web – Marie Prat, eni ediciones.REDES SOCIALES- Marketing con redes sociales – Fernando Maciá y Javier Gosende, ed. Anaya Multimedia.- Redes sociales for Rookies – ed. LID Ediciones Empresariales y Marshall Cavendish.- La empresa en la Web 2.0 – Javier Celaya, ed, ESIC.- Visibility – How to manage reputation on the Internet – VV.AA., ed. Gestión 2000.
MARKETING ONLINE- Marketing online – Fernando Maciá y Javier Gosende, Ed. Anaya Multimedia.- Marketing en Internet: estrategia y empresa – Ana María Gutiérrez Arranz y Manuel J. Sánchez-Franco, Editorial Pirámide.- Marketing y publicidad en Internet – José Martí Parreño, ed. E-business Guide for Executives – PriceWaterhouseCoopers, Ediciones Deusto.- Electronic Marketing for SMEs – Ana Cruz Herradón, Editorial Ra-Ma.- Vender más en Internet – David Boronat y Ester Pallarés, Ediciones Gestión 2000.- Plan de Marketing Digital – Manuel Alonso Coto, Editorial Pearson Educación.- 101 Técnicas para promover tu web – Susan Sweeny – ed. Anaya Multimedia- Usabilidad – Diseño de sitios web, by Jakob Nielsen, ed. Prentice Hall- Texto vivo – Escribir para la Web, by Jonathan Price & Lisa Price, ed. Prentice Hall- Internet Business Models – Postcrisis Vision, by Fernando Alberto de Núñez y Lugones, ed.McGraw-Hill Profesional- Viral Marketing, by Alba Doral, ed. Pearson – Prentice Hall- Internet Marketing – Enrique de la Rica – ed. Anaya MultimediaBibliography
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166. Fernando Maciá DomeneDirectorDigital PerfilesIllustrations and photographs: istockphoto.com
